After observing the branding style and merchandise Artechouse put out, I observed that the color palette it used only engages the two binaries of black and white. I felt that there was a big missed potential here of using the immersive world of color to communicate how dynamic their spaces are and the unique experiences they create.

I specifically focus this project around their exhibition ‘Subhaze’ and directly draw color references from it.

I incorporate geometry, color, and code to highlight the kind of work that can be seen inside the space. I then created different iterations of motion posters using processing to manifest the idea of variable digital & immersive art.


The objective of these motion posters is to accentuate the variable nature, as well as the dependancy of code as a driver to create art in the space. Additionally the variability aims to convey to the audience that their experiences will be one of a kind and different from one another.

The system was then expanded to cover other ephemera like - business cards for the museum, t-shirt designs, tote bags etc. The concept with all of these items was that the color and composition would vary, for example different administrative positions in the space will have a signifying color, one could get multiple options of t-shirt design or totes that would be completely unique. This was done in order to create a generative system that is cohesive.